It seems like everyone wants to start a coaching group. And it’s easy to see why.
When it works:
👉 You can make more money.
👉 With less of your time and effort.
👉 And make a bigger impact.
👉 With more people.
The catch? The “when it works” part.
Because a lot of coaches, consultants and change mentors struggle filling and then sustaining their coaching groups.
The reason? They focused on the wrong things at the start.
They believed if they could only:
🔷 Build the right funnel.
🔷 Find the right Facebook Ad.
🔷 Find a big enough networking group.
🔷 Or enough speaking gigs.
Everything would be hunky dory.
The Problem is:
Unless you do a couple things first, none of those tactics have a chance of working.
Instead of focusing on enrollment mechanics and tactics, the key is avoiding the three biggest mistakes of people who create coaching groups:
👉 You’re focused on what’s in the group instead of the outcome.
👉 You’re offering what you do instead of what you make possible.
👉 You’re selling a process instead of a destination.
What do these mistakes have in common?
All of them are focused on YOU – and what YOU think is cool.
So you end up trying to explain WHY you think it’s cool, and why your prospect SHOULD think it’s cool too.
Which comes perilously close to the pushy sales tactics most of us find so distasteful.
So … is there something else that works better? Yes.
It’s focusing the group on what your prospects think is cool.
What they are already searching for.
AND are willing to pay for.
Most unsuccessful coaching groups are built around what the coach thinks is important. So you spend tons of energy trying to convince your client they should think it’s important.
Successful coaching groups are built around an outcome the client already urgently wants.
And is already searching for.
This doesn’t mean you give up doing what you love to do.
It means you deliver an outcome your client is already searching for by doing what you love to do.
I’ll say that again:
“You deliver an outcome your client is already urgently searching for by doing what you love to do.”
When you do this you find:
👉 You generate a lot more interest a lot more easily.
👉 Prospects want to talk to you.
👉 They actually show up for their strategy sessions (instead of giving lame excuses why they can’t).
👉 They sign up a lot more often.
👉 If they don’t have the money, they find the money.
And your business becomes a delight. Instead of a new job you replaced your old job with.
So, why does all this work?
Because continuing to live with the problem they want solved is a lot more painful than paying you to make it go away.
You’ve taken ‘convincing’ out of the equation. And you’ve inserted DESIRE – something your client wants AND is willing to pay for – in its place.
So with the first words out of your mouth, they are instinctively attracted to you and your group.
It’s easier to get someone to pay you by helping them get what they want.
Instead of trying to convince them they should pay for something you think is important.
(You might want to right that down … or even Tweet it).
So before you get too wrapped up investing a ton of time and effort in that funnel, ad campaign, talk, or whatever you were planning on doing to launch your coaching group …
START with:
The outcome and the possibility your group makes possible.
The specific destination it takes your clients to.
And make sure it’s something they are already searching for.
And don’t be surprised when you get a lot more interest.
A lot more sales.
And spend a lot less effort filling and keeping your group going. And a lot more time enjoying the money you make. And the people you are helping.
